Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic

Ližbětinová, Lenka; Štarchoň, Peter; Lorincová, Silvia; Weberová, Dagmar; Průša, Petr

doi:10.3390/su11082302

Cited by 42 publications

(25 citation statements)

References 82 publications

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“…As we are increasingly talking about the issue of environmental protection or the interests of the whole society in connection with marketing, it is necessary to adapt traditional models of marketing management to this new situation [58]. This also means that the brand has to move from traditional marketing principles to green marketing when creating socially responsible strategies, including communication [59][60][61].…”

Section: Results Of the Bibliometric Analysismentioning

confidence: 99%

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

2020

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Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.

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Section: Results Of the Bibliometric Analysismentioning

confidence: 99%

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

2020

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“…Factor analysis has been chosen as the main statistical tool for evaluation of the consumer's perception of brand value sources in case of brand loyalty absence vs. brand loyalty presence. This analysis is one of the group of multidimensional statistical methods which are used to create so-called factors (previously unobservable variables) to reduce the amount of originally set attributes without losing the relevant information obtained inside the data set [55,56]. Recently, this statistical tool has been used with higher frequency in the social sciences due to the boom in information technology development and the need of reducing subjectivity.…”

Section: Methodological Backgroundmentioning

confidence: 99%

Sustainable Brand Management of Alimentary Goods

et al. 2020

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Sustainability of food production and consumption has become one of the most discussed topics of sustainable development in global context. Thus, traditional managerial patterns have to be revised according to the social request. The revisions that have been done so far are based on relevant specifics of production and have mostly general character. Moreover, traditional managerial postulates do not change; only their way of implementation is modified. These two facts are possible reason of the practical fails in sustainable management of alimentary goods. One of these traditional managerial concepts is brand. Within this context, it has been considered as a facilitator of CSR (corporate social responsibility) activities. But the situation has changed, and the suspicion that brand loyalty is not a facilitator but an obstacle to the sustainable management is high. Thus, the importance of research of brand loyalty in scope of sustainable management of alimentary goods is indisputable. According to the above mentioned, the main goal of the contribution is to identify relevant brand value sources of loyalty in scope of sustainable brand management of alimentary goods. To achieve this, the factor analysis has been applied to provide statistical evaluation of data obtained from our own questionnaire survey. We have found out that components of brand value sources do not vary when comparing brands and those without loyal consumers. Based on this, appropriate recommendations for the theory and practice of sustainable brand management of alimentary goods have been formulated.

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“…It will be very important to communicate with this generation in its language and to know its consumer behavior (Kicova et al, 2018). The Internet has become an integral part of the daily lives of most people around the world, especially for communication, sharing and searching for information, entertainment, and, last but not least, for shopping (Lizbetinova et al, 2019). Due to this fact, online marketing is undergoing constant development.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Influencers on the Decision-Making Process Regarding the Purchase of the Brand Product

Gajanova

Majerová

Nadányiová

2020

Business, Management and Education

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Purpose – the aim of this paper is to study the impact of influencers on the decisionmaking process regarding the purchase of the brand product. Research methodology – the method of collecting data through a questionnaire and the contingency analysis to process the data were chosen for this research. Findings – the research revealed quite a degree of distrust of Slovak consumers in influencer marketing. This may be partly explained by the singularity of Slovaks and partly by the limitations of research. Research limitations – the limitation of research may be the fact that it is not possible to draw clear conclusions solely from the perspective of consumers because their actual view may differ from reality. To remove limitations of this kind it is advisable to repeat the questioning on another sample of respondents. Practical implications – the results are anticipated to enhance and deepen the understanding of previous practice of brand managers. The findings should be beneficial for improving the attractiveness of marketing communication and thus higher competitiveness. Originality/Value – the research population has been surveyed not only on flat-rate basis because the segments vary significantly in their perception of influencers’ impact.

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Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic

Cited by 42 publications

References 82 publications

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Sustainable Brand Management of Alimentary Goods

The Impact of Influencers on the Decision-Making Process Regarding the Purchase of the Brand Product

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